By NICHOLAS CASEY
The Wall Street Journal
Store Background
South Willard is an 800-square-foot men’s boutique situated on Third Street, a few blocks off trendy Fairfax Avenue, in a former electrician’s office. Ryan Conder and Danielle Kays opened the store a few years ago because, Mr. Conder said, “we both couldn’t find what we wanted to wear in Los Angeles.” In a city whose fashion is known for “excessive elements,” Mr. Conder says his store is a home for casual, low-key design.
The store’s blend of fashion and art attracts a varied customer base, from the musician Beck to the movie executive John Lesher. Regulars include visual artists such as Stephen Prina and Ricky Swallow. “We have more of an artistic clientèle than a fashion clientèle,” Mr. Conder says.
NEED TO KNOW
Location
8038 West Third St., Los Angeles. 323-653-6153
Hours
11 a.m. to 6 p.m. daily
Checkout And Return Policy
Customers settle the bill at a brown desk in the back of the store. Full-price merchandise can be returned, but only for store credit, within 14 days of purchase. Sale items are always final, with no exceptions.
What It Carries
South Willard is known for its collection of menswear from Belgian designers including Raf Simons and Veronique Branquinho, as well as brands like Band of Outsiders and A.P.C. The store features modest American- and Italian-made shoes, wallets and other men’s accessories, stationery and a collection of DVDs including cult-classics like “The King of Comedy” and “Sherman’s March.”
Most Expensive Item
A classic charcoal suit by Raf Simons was $1,844. Mr. Simons’s slim, tailored suits are popular among young customers, but many of the designer’s lines also appeal to an older crowd, Mr. Conder says
Bargains
A long-sleeved chocolate-brown Oxford shirt from Band of Outsiders costs $198. Neckties from Belgian designer Dries van Noten — blue, brown and dotted — sell for $175 each. Also from Mr. Van Noten is a $297 red-and-blue scarf of cotton and cashmere.
Most Unusual Items
A collection of ceramic pieces by California sculptor Stan Bitters ranges from $400 to $600. The glazed pieces, painted in earth tones, have the look of something recovered from an archaeological dig. Several of Mr. Bitters’s “birds nests” sell for $200 each and double as store décor. The store also sells a pair of black shoes from the brand Common Projects. Ms. Kays, wardrobe stylist for Apple Inc’s “Get a Mac” advertising campaign, used similar shoes — and the store’s aesthetic — in her work for the computer commercials.
What’s New
South Willard has begun carrying Mr. Van Noten’s clothes, including suits, shirts and pants for fall. The collection “took some time to get,” says Mr. Conder, who made a number of trips to Paris before securing the deal. Because of South Willard’s small floor space, the store limits its offerings to around six or seven designers, introducing a new line only once every four seasons or so, according to Mr. Conder.
Where It Gets Its Stock
The store has close relationships with designers and works with them ahead of each season to plan the selection. Mr. Conder says he prowls the fashion blogosphere and travels to Paris twice a year to get new ideas.
Fitting Rooms
The store has only one — which can present a problem if there are a number of customers in the store at the same time. But it’s well-lit, roomy and equipped with a large mirror and a hook to hang clothes on. A silk scarf depicting a medieval hunting scene hangs nearby, adding some charm.
Customer Service
Friendly but not intrusive. On a recent day, Ms. Kays greeted guests from the counter. Asked for a tour, she picked out her favorite items and offered suggestions on how the clothes fit.
Décor
Window shoppers won’t see clothes on display, but instead a number of white ceramic sculptures by David Korty. Inside, South Willard keeps up a look much like its clothes — casual, minimalist and a stark contrast to the loud music and flashy interiors of other shops on the street. The store is housed in what used to be the offices of Holt Electric, and the electrician still has a work area just behind the store. There’s a surfboard leaning against a wall near the back door, “a loaner board,” says Mr. Conder, who is an avid surfer.